Vogue.com UK hosted a great event in December last. It was the Online Fashion Week that the fashion site conducted in partnership with online fashion and luxury retailers. It was the brainchild of the Editor, Dolly Jones. She was deservingly thrilled by the response the event received. The launch of the event gained a lot by the buzz on twitter the whole day. The idea for the event was inspired by the success of Fashion’s Night In held in November 2010. The concept was basically extended to the entire week.
The fashion site has been working with several brands in order to help their online businesses. The fashion week was developed to help the online fashion industry. The planning for the event was initiated way back in January 2011. The planning became more serious after the preparations for Paris Fashion Week started and since October the preparations became high pitch. The visitors to the weeklong event gave very positive feedback but some of them were looking forward to more editorial content. All the feedback will be reviewed and analyzed so that the second edition of the event can be even better.
Vogue is a consumer website and it is catering to their demands in a very balanced way. The site is striving to provide the best window onto the world of e-commerce. Its campaigns give equal prominence to independents as well as well known brands and retailers. But the retailers must also learn to make it easy for the site to help them. The brands that planned their activity and communication well for the fashion week did much better during the fashion week. The 2012 edition of the fashion week will see more editorial that will entertain the users and hold them longer on the site and tempt them to buy more.